How the Dutch Engage with Email [Infographic]

With eCommerce sales expected to reach €18 billion in 2016, the Netherlands present a major opportunity for digital marketers. Are some of your subscribers—and potential customers—based in the Netherlands? If so, are you optimizing your emails for their email habits and preferences?

We’ve teamed up with our friends at Blinker, a Dutch email marketing and email automation company, to bring you the highlights from their 2016 Dutch National Email Report so you can better understand the local email landscape and get an overview of how the Dutch read and engage with email.

INFOGRAPHIC TRANSCRIPT

Email Behavior in the Netherlands

Better understand the local email landscape in the Netherlands and how the Dutch read and engage with email.

THE IMPORTANCE OF EMAIL

Dutch aged 45-54 have the most cluttered inboxes, with 104 incoming commercial and personal messages per week.

On average, how many emails do you receive per week?

Average: 79

14-17 years: 42

18-24 years: 53

25-34 years: 74

35-44 years: 88

45-54 years: 104

55-64 years: 99

65+: 90

Many Dutch start their day with email, especially those 45 and older.

What’s the first channel you use after getting up in the morning?

WhatsApp: 42%

Email: 33%

Facebook: 16%

Other: 3%

SMS: 1%

Messages from brands, the government, and utilities are all quite welcome in Dutch inboxes.

What do you use your email address for?

Personal communication: 96%

Purchase confirmations: 77%

Newsletters and commercial emails: 74%

Official government communications: 71%

Official communication of energy suppliers: 68%

Register for social media sites: 62%

Email is a powerful driver of online purchases.

In the past 12 months, how often did you purchase something after receiving a commercial email about it?

This infographic highlights key findings from the Nationaal E-mail Onderzoek 2016, a Dutch consumer panel research project conducted in 2016 by Blinker and CG Selecties. Results are based on answers from 2,148 respondents. For more information on how the Dutch engage with email read the full report (available in Dutch only).

Blinker offers email marketing and marketing automation software and services, helping marketers to shine for the organization they work for.

Litmus is a web-based email creation, testing and analytics platform that helps more than 250,000 marketers, designers, and agencies make email better.

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